H P Bulmer
RPM Live Communications
Craik Jones Watson Mitchell Voelkel
Bulmer was looking for a suitable promotion to run alongside its
’maximum refreshment, minimum effort’ ad campaign for Strongbow
Because building a brand relationship with 18- to 24-year-olds can be a
difficult challenge, the preferred solution was to take the brand to the
consumer at four leading surf and music festivals.
A large, inflatable black-and-yellow structure was developed, flanked by
two 40ft dancing figures. Entry was via a ’sensory taste tunnel’. Bubble
projections on the wall added to the idea that people were walking into
a pint of Strongbow.
Emerging from the mist, each consumer was given a sample of cider, and
invited to join the party in the Maximum Refreshment bar.
More than 113,000 people were sampled, representing 55% of those
attending the festivals. In interviews with a section of the audience,
52% said the promotion had changed their perceptions of Strongbow, and
86% said they would consider buying it in future.
When Land Rover launched its New Discovery 4x4, aimed at the leisure
market, it mailed a video to existing customers and prospects to explain
its technology and the fact that it had been taken on the world’s
longest test drive.
Dealers then nominated prospects to be invited to a series of on- and
off-road test drives at stately homes. An invitation to bring a
colleague helped extend the prospect list.